0 comments
slather my dessert in chocolate and call it wellness, baby
Frozen yoghurt has been rebranded on TikTok as a luxury ‘wellness’ food. Its newfound popularity reflects Gen Z’s spending habits and growing appetite for premium experiences beyond boozy pubs.
Frozen yoghurt is making a comeback, at least in the UK and US.
According to data first reported by Bloomberg several months ago and cited by Morning Brew, The Times, and Fortune, frozen yogurt servings sold in the year leading up to March rose by 26% in the US, totalling 87 million servings. While less tangible research is available for the UK, premium brands have expanded across London in 2026, and food service data suggests that frozen yoghurt is now a more consistent and prominent feature on British menus.
Beyond statistics, a look at various companies and rebrands shows a clear pivot toward Gen Z consumers. Take Birdie’s in New York City, for example, a luxury frozen yoghurt shop that specialises in premium toppings and costly price tags. It’s been heavily covered by creators and influencers on Instagram, tapping into the high-end market and leaning into experiential purchasing.
Elsewhere, popular Los Angeles frozen yoghurt brand Go Greek Yoghurt has opened a store in London’s Mayfair, boasting similarly decadent flavour options and slick, Gen Z-friendly branding, and collaborating with local influencers and ‘discovery’ pages like Secret London. Its launch was incredibly successful, with queues running around the block despite the hefty asking prices.
Meanwhile, in Australia, Yo-Chi has emerged as one of the leading frozen yoghurt franchises for Gen Z, focusing on social connection and community alongside the food itself. The company markets its venues as places to buy yoghurt, obviously, but also as hangout spots where novel experiences are aplenty. The company has collaborated with influencers and DJs to boost this messaging to great effect.
So, why are frozen yoghurts finding a new audience with Gen Z? They’ve enjoyed renewed interest before – most notably the late 2000s and early 2010s – but what makes this latest wave of buyers unique?
As we’ve mentioned in previous newsletters, young people are craving third spaces where they can socialise and make friends. It’s partly why gyms and running clubs are so popular, as Gen Z look to make organic connections with those that share similar interests. Brands like Yo-Chi are leveraging this demand to great effect, tailoring their social media marketing to an audience that wants collective events to bond over.
It’s worth noting too that many modern shops are rebranding frozen yoghurt beyond its traditional ‘healthy ice cream’ image and into a ‘wellness’ activity that fits into modern lifestyles. Newer franchises are emphasising protein, probiotics, lower sugars, premium ingredients, and other ‘healthy’ qualities that reinforce the idea that this is a food that can be part of your training programme, whatever your goals. It’s indicative of Gen Z’s obsessive relationship with the gym, exercise, and their overall physical wellbeing.
Yet, despite all that, most shops offer a ton of sugary, hefty toppings that negate any potential health benefits. We’re talking chocolates, sprinkles, creams, sauces, the works.
There’s nothing wrong with having a treat, of course, but this contradictory messaging suggests that Gen Z struggles to eat a dessert for pure enjoyment. There is a nagging need to justify it based on supposed health benefits, even though there’s probably an eye-watering amount of sugar in each serving. Does it make sense? No, not really, but it is perhaps a reflection of the personal pressures young people feel to optimise their time and health, even when indulging in a sweet treat.
This can occasionally fall into problematic territory, where ‘diet’ foods and marketing allow companies to normalise calorie restrictions and anxieties around diet and thinness. Vox has noted this, arguing that ‘wellness’ is a disguise for problematic anxieties. Social media and TikTok have boosted body dissatisfaction in young people over the past few years, as more Gen Zers attempt to ‘lookmaxx’ and chase perfectionism in unrealistic ways. We’re not saying frozen yoghurt is the cause, but an emphasis on the ‘healthiness’ of these products is a symptom of a wider cultural issue surrounding food and daily habits.
Put simply, the recent rise of frozen yoghurt taps into various Gen Z sensibilities, offering a fun, indulgent treat while also encouraging socialising between peers. Brands looking to tap into similar markets of young people should take note, as many of these qualities can easily be translated to other sectors. Today it’s frozen yoghurt, tomorrow it’s…well, anything that resonates and offers a fun experience.
See also:
- TikTok finally admits it has an ‘AI slop’ problem
- Why FIFA embraced IShowSpeed at the World Cup
- Gen Z worries about misinformation on social media. Why can’t they leave?
